Beyond the game: How an athlete’s brand secures sustainable financial success
In South Africa, more than half of female footballers (55%) hold full-time contracts. Yet only 40% are paid a salary, according to the Confederation of African Football.
Across the continent, the numbers are starker: just 8.7% of associations report that all players with contracts receive pay, while in 41.3% of associations, no players are paid at all. This is not unique to Africa. Globally, half of elite women athletes make no income at all from their sport. Many, even those competing at the highest levels, are forced to piece together earnings from side hustles, second jobs, or sponsorship scraps to stay in the game.
Ntando Zikalala, CEO and founder of brand management company To The Max Management, was one of the speakers at Momentum’s third annual Women Who Make The Moves in Sports Summit was held recently in Johannesburg. She put it bluntly: if the world’s most famous footballer, Cristiano Ronaldo, makes most of his money off the field, then brand-building isn’t optional for women, it’s survival.
In 2023, Forbes estimated that nearly two-thirds of Ronaldo’s $136 million income came from endorsements, sponsorships, and social presence, not from playing the game itself. For female athletes, whose salaries are a fraction of their male counterparts’, building a brand is a financial lifeline.
That reality set the tone for the summit itself. “You’re not just an athlete -but you’re a business,” was the message delivered to a roomful of female athletes and sports Administrators. The masterclass sessions focused on self-marketing, personal branding, and navigating the complexities of contracts and sponsorships.
Many of the women in the room knew the stakes firsthand. With limited financial support, the search for sponsorship becomes essential, but it is not without its challenges, some of which were addressed in a series of masterclasses led by industry trailblazers, including
Mbali Ndandani, CCO Lelapa AI, Sibabalwe Sesmani, Group CEO Unorthodox Group, Dumisane Chauke, former netball star turned coach and administrator, and Karabo Tshabuse, attorney, soccer agent, and founder of Tshabuse Ramashia Dube Inc.
Some of the key lessons in the proactive search for funding included building a professional online presence, not just on social platforms, but also on business-focused networks such as LinkedIn, where potential sponsors are active. And while it was acknowledged that athletes are not necessarily skilled content creators, the versatility of AI can be deployed to assist in crafting compelling copy, as well as assisting in tracking and monitoring public sentiment around your profile, according to Ndandani.
In addition, athletes need to understand their value proposition and what they can offer a brand – in other words, what makes them a good fit. To answer these questions, athletes were encouraged to research brands that align with their values, have a footprint in South
Africa, and don’t conflict with existing sponsorships in their sport. Once a shortlist is created, AI can again be a powerful ally, helping to draft tailored pitches that will resonate.
Start with your end goal; working backwards from your financial objectives helps clarify what services, representation, or influencer roles you’re offering and what they’re worth. Know your monetary value. Don’t undersell yourself. When you undervalue your worth, you risk devaluing other women in sport too.
If you land a meeting with a potential sponsor, you may or may not have an agent to help you navigate the deal. Either way, understanding the terms and conditions of a contract is crucial. In all contracts, the clauses should protect both parties and offer mutual benefit. If anything feels unclear or you do not understand the legalese, never feel pressured to sign on the spot. Take the time to consult with an expert before signing on the dotted line. Athletes are naturally competitive, but in the boardroom, it’s integrity and self-respect that count. Be assertive, not combative, unless you’re being taken advantage of. Represent yourself with confidence and professionalism.
As Dumisane Chauke reminded the room, “Negotiate based on your value, not someone else’s budget. And if the deal doesn’t serve you, be prepared to walk away.” Because when you leave that meeting, whether you have a signed contract or not, the most
important opinion of you is the one you have of yourself. On the court and on the field, someone else makes the rules. In business, you make your own.
“We understand that an athlete’s talent is their business, and like any business, it requires careful investment, planning, and protection,” said Qhawekazi Mdikane, Executive Head of Brand Marketing at Momentum. “That’s why building a personal brand isn’t just a marketing exercise; it’s a form of entrepreneurship. And increasingly, athletes are being recognised not only for their performance, but for their potential as business leaders.”
To back this reality, initiatives such as the recently launched Momentum’s Boost Her Boots R500 000 Fund for women athletes with business ideas is reframing what sustainable What financial success looks like.
By treating athletes as entrepreneurs, such investments underscore that a personal brand can evolve into a platform for community impact, financial independence, and long-term stability beyond the field.
